Omni Channel Marketing
We all know what a strange era we are living in and we have witnessed very extensive changes in all aspects of our lives in the very recent couple of decades. From the very rapid expansion of satellites and the Internet to the comprehensive penetration of social media platforms into the lives of people of all positions, ages, and classes.
When TikTok was just started, it was only used by regular people to mostly produce entertaining videos, you remember those challenges right? but it didn’t take long for the presence of users of every possible type in this emerging social network and other networks such as LinkedIn and Club Hus. It forced brands to enter these platforms to increase communication with their target audience, which was a huge deal.
Anyway, we are in the era of communication and it is no longer possible to advance in the market with just the approach of “only branding and sales“. We’ve talked about marketing categories and social media marketing in CUFinder before, and now it’s Omni channel Marketing’s turn, which brings the “customer-orientation” approach to marketing. But what is Omni channel marketing, what are its advantages and how should it be used?
Omni-channel marketing is a marketing strategy that focuses on delivering a seamless and integrated customer experience across multiple channels and touchpoints. It emphasizes the importance of providing customers with consistent and personalized messaging, offers, and experiences, regardless of whether they are engaging with a brand through online or offline channels. The goal of omni-channel marketing is to create a cohesive and memorable customer journey that leads to increased engagement, loyalty, and ultimately, revenue for the brand.
Omni channel definition and steps
Mail chimp defines this term as “Omni channel marketing refers to an organization’s presence across multiple channels. These channels can include websites, apps, social media, and email in addition to offline channels, such as brick and mortar retail stores or company events.”
Well, as the name suggests, Omni channel marketing is a marketing strategy. In this strategy, businesses integrate all their active online or offline channels and platforms as an integrated mechanism with the same goal.
The purpose of this integration is to create the best and most convenient shopping experience, registration, installation, etc. in the customer journey map. Maybe you could reach your goal with single-channel marketing in the previous decades, but people are not limited to one channel of marketing anymore. It is no longer possible to focus only on radio and television like in the 40s and 50s.
They use websites, applications, social networks, email, SMS, etc. to purchase different products and services. So, businesses must be present in all these channels, from physical stores to social networks to create a smooth path for the customer journey through their collection. Let me give an example so that you understand what I mean better:
Consider Amazon. You are looking to buy a mixer with a specific brand. You see a post about a mixer on Amazon’s Instagram and realize they have it. You can visit the Amazon company’s website to buy and get more information from their Instagram page.
You add the mixer to your shopping cart, but you remember you haven’t paid your taxes and decide not to continue the purchase process. Amazon reminds you via email or SMS that you can finalize the purchase of your mixer if you wish, or offer you a special offer to buy with a discount after a few days. When you open the Amazon application on your smartphone, the selected product is available in your shopping cart and you finalize your purchase there.
The website, Instagram, application, and email of this company together have guided you to the end of the sales funnel.
Imagine you went to a store or a booth in an exhibition to buy a cosmetic product. Finally, you choose a product from a specific brand; you scan its barcode with your phone and check all its information, but that store does not have the color you want at the moment. The seller says he can post the product to you in a few days. In the next few days, you will receive an email from this store that your package has been delivered by courier, and then you will receive it after a few hours.
As you can see, in each of these examples, all the offline and online channels of the business work as a single mechanism to provide you with an easier and more satisfying shopping process.
so, after all these talks, isn’t Omni channel marketing the same as multichannel marketing? No. Well, these two strategies have many similarities. In multi-channel marketing, the company’s strategy is to be presented and active on different platforms such as the company’s website, email, Twitter, Instagram, Facebook, Pinterest, etc. In this method, companies try to communicate with their audience on each of these platforms, but the channels are independent of each other.
In the multiple-channel marketing method, the brand or company is placed in the center of marketing operations; in this way, the brand decides to appear on a channel and introduce itself and its services there while attracting the audience. But in Omni channel marketing, all business channels are connected and The customer is at the center of its marketing operations, everyone is working together to create an easier path and a better experience for him/her.
In multi-channel marketing, the company sets an independent budget for the campaigns of each channel and reviews the performance of each channel separately. While in Omni channel marketing, a general budget is considered for all platforms, and the final output is examined and measured altogether.
Omni-channel and multi-channel marketing are not that different, but the differences are significant. In multichannel marketing, you use all your efforts so that the customer reaches a business through different methods, but these channels do not have the possibility of cooperation and integration with each other. In this case, various channels such as phone, SMS, chat, email, etc. may be ignored and an unpleasant experience for the customer. But in Omni channel marketing, all channels are used equally.
Now, there are some steps for the Omni channel marketing strategy to follow. Let’s see:
1- Research and collect insights
You have to learn to swim in the ocean before diving in, and believe it or not, Omni channel marketing is an ocean. This is a customer-centric approach, so please research the needs of your potential and real customers first.
You can survey your website to gather insights. Talk to prospects and ask about their concerns, interact with them through your website’s chatbots, and put yourself in the shoes of a buyer. For example, buy a product from you (go through the entire purchase process, no direct customers do not have access to the warehouse). Does the long purchasing process bother you?
Connect with customers who have bought from you and listen to their experiences and complaints about how they shopped and what they think could make the shopping experience more enjoyable. These insights are a solid foundation for creating your Omni channel strategy.
Finally, surveying and talking to active sales team members in different channels can be very useful. Try talking to someone from each channel’s team—perhaps a social media marketing associate or even a cashier at a brick-and-mortar store. Learning their perspective will help you gain valuable information.
So, what should you do with the valuable data that you have obtained? You are not supposed to store them in your prospecting database and leave them be. The next step is to turn this data into actionable insights through analytics. While you are doing this, remember that this section is about customer data, not your products and brand. Please analyze the data with this in mind.
You should prioritize the needs of customers at this stage although we said that you can put yourself in the buyer’s shoes and even buy something from yourself to gather insights, you are not the representative of the majority of customers.
When you are familiar with their needs, you can anticipate their expectations and make useful changes that are suitable for creating your Omni channel marketing strategy.
3- Mapping the customer journey
Well, it’s time to map that famous journey. This will guide your interactions with customers and help them move through the prospecting funnel faster. In the previous steps, you have created personas for various customers, which can be based on demographic factors, geographic factors, behavioral factors, etc. Well, each of these personas may follow a separate path in the sales process.
4- Personalizing the process
Personalizing processes for each customer makes them feel valued. This is only possible if you understand what is happening in the customer journey. For example, you see that a customer has searched for a certain product on your website.
Then you send them a list of similar products from your store by email or in the similar offers section on the landing page where they are right now. Or if you see that they have not visited their user panel for a month, you include special discount offers and inform them of these discounts. When the audience receives a relevant message from you during the process they are involved in, they will feel that they are important to the brand. Ultimately, this good sense keeps them connected to your company.
The most essential thing in personalization is to make sure that the messages received by the audience are relevant to the point of the path they are on. If they get the message at the right time and place, they will be more likely to respond to it. Recommending K.S. Sulfate-Free Shampoos to someone in the industrial tools department can be a fatal mistake for your brand reputation, so be careful.
5- Using all platforms
The goal of Omani channel marketing is to create a continuous shopping experience for the audience. So you need to be active on all the social media platforms they are on and connect your platforms and other online assets. The customer should easily move from the Instagram page to the website to the LinkedIn company pages, to the application, etc., and not get interrupted at any stage.
6- Test, measure, and optimize
To make the best possible decision, you should try different factors along the way. From the type of message that is sent to the audience, contact points or a link to access each panel, titles, headlines, images, times of sending each message, etc.
Let’s have a look at the metrics that experts believe you can use to make sure that your Omni channel marketing is successful. First of all, I must say that these experts do not agree on how many metrics you can use, so I am going to bring the common ones here.
- Brand awareness
- Conversion Rate
- Retention rate
- Brand Advocacy
- Customer Satisfaction Rate
Omni-channel marketing tips and benefits
Well, now after talking so much about this method, why is this security channel marketing important? Well, you have realized by now that this marketing method is not just focused on sales, but on creating the best shopping experience for customers. Well, this makes companies that use this marketing method try to connect all their selling channels so that the customer journey is not interrupted in any of the sales funnel levels.
This type of marketing can have various benefits. Of course, long before Omni channel marketing, we used multiple channel marketing, the differences of which we described above. But as you know, in Omni channel marketing, we connect physical and digital assets to attract a wider range of prospects. This means more leads and more sales.
On the other hand, since you transfer your messages in a customized and specific manner based on the behaviors and interactions of the audience in the Omni channel, as a result, you can create the best user experience for them to enjoy this personalized experience. In this case, users have good control over their access to products, services, support, and other requests.
Another one of the most important benefits of Omni channel marketing is increasing loyalty among leads, audiences, and customers. Providing a personalized experience for users and customers will help them enjoy their integrated experience more, meet their needs better, and increase their loyalty as a result.
Based on my personal experience and of course existing statistics, customers who are connected with your brand in more than four channels will buy from you 10-15% more than people who are connected to you through only one channel. Well, this means that companies that use Omni channel marketing can expect higher sales.
On the other hand, it can be said that Omni channel marketing has identity benefits for you besides financial benefits. This means a more consistent brand identity because different channels are connected and an opportunity is provided for their uniform growth. When the channels are separate, one may grow more and the other less, and this will cause your brand reputation to differ in different channels.
Plus, since the Omni channel collects much more data about different customers than other methods, you can decide on the most effective marketing channels much more easily.
Better engagement is another benefit of Omni channel marketing that is the result of a better shopping experience. Official statistics say that Omni channel marketing generates 250% more engagement than a single-channel marketing strategy. It can be said that the reason for this issue is more accessible and attractive interaction options such as social media networks.
There are still a lot of other reasons to use Omni channel marketing, which you can read on other websites like the marketing evolution website and digilant.com. But let’s talk about some tips as well now that we are here.
These tips are according to many years of marketing experience but you still may find them obvious. Let’s dig in:
1- Choose the main marketing channels.
My suggestion is that if you are new to this area of marketing, don’t be too ambitious and instead of investing in every possible channel, choose a maximum of three channels and focus on them.
This focus on resources and time can bring you much closer to your goal. We already know which channels the prospects use the most (based on our database). For example, if they spend more time on social networks, you can employ a digital marketing team instead of opening a physical store.
2- Identification of current and potential customers
To implement the above point more easily, it is necessary to dedicate time to communicate with customers and getting to know them. Find out who they are, where they come from, what educational, intellectual, etc. class they belong to, what content they like the most, what channels they spend the most time on, and most importantly, what are their concerns and needs.
You can always use social networks to collect this data, and let’s not ignore the tools to get customer feedback, such as post-purchase surveys, analysis of customer interactions with sellers, analysis of customer buying habits, etc.
3- Engage with your customers
Using customer relationship management software such as Square Customer Engagement is very important to know the data of customer interactions with different teams. It equips you for promotional campaigns such as email marketing, helps you respond to customer feedback, and to run your customized loyalty program. You can also automate marketing and email campaigns to share specific content with people to trigger certain things.
For example, send them a welcome text message when they enter your website for the first time or thank them in an email after each time they use your services or buy a product, congratulate their birthday, or remind them to finalize the purchase.
4- Optimize your content
publish content that keeps customers happy at every stage of their journey they are on. You can talk about available solutions for problems they might be facing, compare products, etc. There are different types of content, each of which can help meet the needs of customers.
For example, you can talk about one of your products, what problem it solves, what benefits it has, how to use it, after-sales service, etc. in a LinkedIn post that will get noticed.
5- Measure your Omni channel marketing results
The most important benefit of digital marketing compared to traditional marketing is that you can evaluate and track the results of using different methods. Since Omni channel marketing is a digital marketing method, it is very important to track its performance to improve it. Do different tests and repeat them, and use your customers’ feedback to optimize your business.
Commonly used metrics for this include customer retention, average order value, conversion rate, social media engagement, email opens, and churn rate. Monitor Omni channel performance regularly to strengthen its weak points.
Omni channel marketing examples
There are so many businesses that used Omni channel, so I thought maybe you like to read about some of them here:
1- Oyo Rooms
It is one of the hosting services that has about 1800 hotels in 500 different cities. This business uses an Omni channel marketing platform called Moengage to create an integrated service path.
Another marketing phenomenon is omnichannel marketing, which is active in the total retail business. In 2017, the brand topped the “Top 100 Retailers” list. Customers of this brand can easily go back and forth between different channels, for example, they can easily access its social media platforms, store, etc. from the brand’s website and shop easily. At the same time, have very good access to customer service.
Related Questions & Answers
Omni-channel marketing vs multi-channel
Omnichannel marketing and multichannel marketing are two different strategies for reaching customers. Multichannel marketing involves using multiple channels to reach customers such as email, social media, and website ads. However, the channels are not integrated, and there may not be a consistent message across all platforms. On the other hand, omnichannel marketing is a strategy where all channels are integrated, and the message is consistent across all platforms. It allows customers to move seamlessly between channels, and it provides a consistent and personalized experience for the customer.
In summary, multichannel marketing uses multiple channels to reach customers, while omnichannel marketing is a more integrated approach where all channels are used in a cohesive manner. By using an omnichannel approach, businesses can deliver a better customer experience and build stronger relationships with their customers.
Omni-channel marketing strategy
Omni-channel marketing is a customer-centric approach that integrates all available channels and touchpoints to provide a seamless and consistent experience to customers. It aims to provide a unified and cohesive brand experience across all channels such as social media, email, phone, chat, and in-store, making it easy for customers to interact with the brand on their preferred channels.
An effective omni-channel marketing strategy involves understanding customer behavior, preferences, and buying habits. Brands can leverage data and analytics to create personalized and relevant messages that engage customers at the right time and on the right channel. The goal is to create a seamless and integrated experience for customers, regardless of the channels they use to engage with the brand, ultimately leading to increased customer loyalty and brand advocacy.
Omni-channel marketing plan template
An omni-channel marketing plan template is a framework that outlines the steps required to implement an effective omni-channel marketing strategy. The template typically includes sections such as defining the target audience, developing a content strategy, identifying the channels to be used, creating a timeline, setting goals and metrics, and assigning responsibilities. It can serve as a useful tool to ensure that all aspects of an omni-channel marketing plan are considered and executed effectively, and can be customized to suit the specific needs of a business or campaign. Overall, an omni-channel marketing plan template can help businesses to deliver a seamless and consistent customer experience across multiple channels and touchpoints, resulting in increased engagement, loyalty, and sales.
|Marketing Channel||Objectives||Target Audience||Content/ Messaging||Tactics/ Actions||KPIs/ Metrics|
|Email Marketing||Increase open rate and click-through rate||Existing customers and leads||Personalized messaging with clear call-to-action||A/B testing, segmentation, automation||Open rate, click-through rate, conversion rate|
|Social Media||Boost engagement and grow followers||Prospective customers and existing customers||Visual content, user-generated content, industry news and insights||Consistent posting schedule, influencer partnerships, paid advertising||Likes, shares, comments, follower growth|
|Mobile App||Increase downloads and in-app purchases||Active users and potential users||In-app promotions, personalized recommendations, push notifications||User feedback, A/B testing, app store optimization||Downloads, in-app purchases, retention rate|
|In-Store Experience||Drive foot traffic and boost sales||Local community and existing customers||Personalized recommendations, interactive displays, product demos||Store design and layout, staff training, loyalty program||Foot traffic, sales revenue, customer satisfaction|
|Website||Improve search engine visibility and increase conversions||Prospective customers and existing customers||Valuable content, clear call-to-action, optimized landing pages||SEO optimization, A/B testing, user experience design||Traffic volume, bounce rate, conversion rate|
Of course, the specific channels, objectives, target audiences, and tactics will vary depending on the business and its goals.
Finally “Omni-channel, yes or no?” Well, it depends on you, my answer is always yes because I have seen the effectiveness of this marketing method in the success of different businesses in different industries. I think it is very important not to stick to the past. No matter how magnificent it was and how comfortable you were in it. In the digital age, you have to get out of your comfort zone and change like the rest of the world. Currently, the best way to be successful in marketing is Omni channel marketing, so why should we pass up this great opportunity?
What is an example of Omni channel?
There are so many successful businesses that used Omni channel marketing, but one of the most famous ones is Starbucks
What is the Omni-channel approach?
An Omni channel strategy is a sales and marketing approach that provides customers with a fully integrated shopping experience.
What is Omni-Channel marketing vs multi-channel?
They look so much the same in most aspects, except that different channels are connected in Omni channel marketing and independent in multi-channel marketing.